External Overview & Scrutiny Committee - Meeting Date: 14 November 2018 North Devon Marketing Bureau
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
External Overview & Scrutiny Committee - Meeting Date: 14 November 2018 North Devon Marketing Bureau
Agenda Item 9
Nick White
Page 2
Voluntary Chair
North Devon Marketing Bureau
January 2017 to March 2018
Background
• I am a retired Hotelier, with 45 years experience in
International 4 & 5 star, resort, business and leisure hotels
of 1200 beds to 11. I currently do 8 days a month marketing
support for small ND businesses
• I have managed hotels with 3 rosettes and Michelin stars.
Page 3
• I have worked all over the UK , Africa, Asia and New York
• In the last 15 years I have been a volunteer board member
of the Scottish tourism forum, golf tourism Scotland and
chaired Fife tourism.
• I also was a founding board member of “St Andrews World
Class” a training company to improve the service delivery
within Scotland.
Visit Britain
Economic impact study 2016
• English tourism worth £91.7Bn to economy
• Economic impact : tourism in England contributes £106
billion to the British economy (GDP) and supports 2.6
million jobs. Looking at direct impacts only, tourism still
Page 4
contributes £48 billion, supporting 1.4 million jobs. In 2011,
there were 208,880 VAT registered businesses in England in
tourism sectors, including accommodation, food and drink,
transport, travel agencies, cultural activities and more.
Visit Britain
Economic impact study 2016
• Tourism Volumes and Spending: In 2016, British residents spent
£18.5 billion on 99.3 million overnight trips in England. Overseas
visitors to England spent £19.7 billion in 2016, making 33 million
trips in England (Devon get 8% International visitors- England 20%)
1.6 billion day trips were taken to English destinations in 2016,
with spending totalling £53.5 billion.
Page 5
• Accommodation across England: 34,000 serviced accommodation
businesses (bed and breakfasts, guest houses and hotels) with
800,000 bedrooms and 1.8 million bed spaces.
• 32,000 non-serviced accommodation businesses (holiday homes,
camping and caravan parks) offering 1,4 million bed spaces.
• Serviced accommodation A/R/O 71% (D=67%)
Devon 2016 - 2017
Number of visits in 2016 - Change from last year
Total expenditure (GBP) £200.09 m +22.07%
Total nights spent 3.16 m -9.66%
Page 6
Average length of stay 7.24 -3.56%
(Nights)
Average spend per visit £458 +30.14%
(GBP)
Number of visits 436,432 -6.29%Cornwall 2016- 2017
Overview of UK visitor statistics in 2016 Change from last year
Number of visits 351,000 + 9.94%
Page 7
Total expenditure (GBP) £146.74 m + 17.00%
Total nights spent 2.40 m + 6.32%
Average length of stay 6.84 -3.28%
(Nights)
Average spend per visit £418 + 6.41%
(GBP)Somerset and Dorset 2016-2017
Overview of UK visitor statistics in 2016 Change from last year
Number of visits 928,355 + 4.62%
Page 8
Total expenditure (GBP) £552.40 m + 41.91%
Total nights spent 6.81 m + 10.68%
Average length of stay 7.33 + 5.77%
(Nights)
Average spend per visit £595 + 35.63%
(GBP)Northern Devon Tourism
A Strong tourism industry makes for a strong
economy as tourism effects all businesses.
• Our Region is made up from 95% small
independent single unit businesses
Page 9
• Internal Investment into product good
(demonstrated in the growth in average spend)
• Overall product quality above average.
No tourism businesses have a strong National or
international BrandThe North Devon Marketing Bureau
• The Destination is marketed with a budget of
£78,000 p/a 40% is from 11 businesses. NDMB
has 168 members representing 248 businesses.
Page 10
• £45,000 pays for: administration, social media,
Web maintenance and development and is
contracted out to Bluefrog Media. (NO paid
personnel in NDMB, manned only by volunteers)
• £33,000 spent on direct marketing
• Obtaining Grants is almost impossible due to
match funding constraintsNDMB 2017-18
• Markets Northern Devon – (NOT just North Devon)
• Created working links with, Visit Britain Exmoor, V Cornwall, V
Devon, the South West Tourism alliance and all other Devon
tourism groups.
• Have created 6 short Videos, 1 main 3 minute , 5 small 30 second
Page 11
• Since moving our UKL to Visit Devon we now have a social media
reach of over 7 million our website now reaches 1.3m visitors
• ND representation at 6 UK travel exhibitions through VD
• ND partnered VD in Germany, Holland and The USA at targeted
exhibitions and workshops
• ND members are partnering VD in China in October
• Launched the North Devon Food Trail app back in March and have
had 9 Food writers visit the region, with 8 others bookedOpportunities
in sustainable tourism
The tourism sector continues to come together whilst
working closely within the Visit Devon umbrella. ND is
moving its website to a micro site on Visit Devon in 2018
• Coordination and linking the regions marketing to
Page 12
develop the destination.
• Mayflower links with Grenville
• WW2 training camps
• Maritime tourism
• Biosphere and AONB (including Dark Sky’s)
• The Arts, Art Trek, Book festival, film making
• Golf in the South WestThe Region.
No other industry has to “sell the destination” before being able to
Sell its product.
• A tourism strategy has been written, by the NDMB, ND council and
Torridge council. This deals with utilities, planning and the overall
Page 13
infrastructure that tourism needs to be able to grow.
• Rural Tourism has to be driven by local businesses not national
brands as their re-investment into the region is far less.
• There is currently no formal marketing plan as the plan is
dependant on membership payments. There is a budget with wish
list and a formal cash flow in place
• Grants are usually inaccessible due to the match funding required
and cash flow issues created by the repayment requirements.The Challenge
• What Industry is important to Northern Devon? No clear
message!
• The negative messages generated by both Councils has to
stop. The region needs to be talked up. (it has so much to
offer)
Page 14
• The councils have to engage and support in local
destination marketing (not the selling)
• The councils must demand achievable goals and targets
from its investment.
• You must demand that Devon Council support Visit Devon
as the DMC for Devon as one destination.
• ND is loosing market share because NO formally planned
destination marketing is able to be carried out.Proposed new business model
for tourism
•
Tourism can no longer rely on councils to wholly fund the destination marketing.
Therefore a new business model must be found and introduced to ensure there is no
further down turn in visitor numbers and spend.
This model must focus on uniting the County Council, Regional Council, Town councils,
Page 15
communities, retail and tourism industry together.
The models key elements must include:-
Identify the specific audience.
Establish business processes.
Record key business resources.
Develop a strong value proposition.
Determine key business partners.
Create a demand generation strategy.
Leave room for innovation.Proposed new business model
for tourism
Regional Marketing Business Model
Page 16
County Council
Regionl Council
Town Council
Transport industry
Retail industry
Community councils
Tourism industry
Local IndustryProposed new business model
for tourism
Establish business processes. - Leave room for innovation.
Following the lead from the English Riviera I believe the only viable option is a TBID
(Tourism Improvement District) where tourism businesses contribute a levy to a
central fund. It is subject to a ballot which if successful is legally binding on those
businesses.
Page 17
• A TBID could lead to secure funding of up to £? pounds a year for five years. It is
totally democratic and will only happen if the majority back it and that support
does exists. BIDs are now common, with over 200 in place in the UK, including
many of our competitor regions. Ninety have come up for re-ballot, and 90 per
cent have been voted to continue, which show the vast majority are successful.
• A TBID will be much less expensive to launch as no consultants will be involved,
but that means the work will have be done by the council and industry. I am
concerned about our future and want to see this TBID idea succeed. For this to
happen, we all have to engage with the process, unite and grasp this great
opportunity to secure a stable future for tourism and ensure North Devon
capitalises on tourism.What Next
• I believe we need to set up a working group
within Torridge Council and NDMB to explore
this and other options in greater detail so we
Page 18
can drive tourism forward.
• Then agree a joint working programme with
Torridge and ND Council to develop this.You can also read
